A new facial recognition system will soon help shop assistants to identify VIP customers. The technology aims to ensure that staff members can offer a more personalised service – and don't unwittingly miss out on potentially lucrative sales – by flagging up famous or particularly wealthy notable people.

The system – created by Cambridge-based company NEC IT Solutions – will scan the faces of customers as they enter a store, which will then be checked against a database. Staff will then be alerted to the identity of the shopper via computer, iPad or smartphone – along with details such as clothes size, favourites and spending history.

The system is currently being trialled in unnamed designer boutiques and hotels in the UK, the US and the Far East, reports the Sunday Times. NEC IT Solutions has also designed similar software to help identify terrorists and criminals for security services.

"We're trialling the system in general retail, which would include hotels and anything where the public are walking in," explained Chris de Silva, vice president at NEC IT Solutions. "The luxury end of the market is quite interested in it – they're interested in VIPs."

De Silva also added that they've addressed privacy concerns and found that most high-profile customers would be "quite happy to have their information available because they want a quicker service, a better-tailored service or a more personally tailored service".